Imagine a painter with a palette, each hue swirling into another to create something new. Now, swap out colours for emotions—this is the essence of storytelling. The best stories don’t just tell; they make us feel something.
Psychologist Robert Plutchik mapped out emotions just like an artist maps out colours. At its core, this model shows how emotions blend and intensify. "Rage" and "Terror" sit opposite each other, much like red and green on a colour wheel. Each emotion has a spectrum, "boredom" is just a whisper of "loathing," while "serenity" is the softer cousin of "ecstasy." And just like primary colours mixed to form secondary ones, emotions blend too. "Awe" is born from "terror" and "amazement"; "love" is a combination of "joy" and "trust."
This emotional interplay is the secret sauce of storytelling. Let’s take a journey through how emotions create unforgettable narratives.
The emotional hook – Setting the stage
Great stories start with an emotional spark. Think of your favourite book or film, what drew you in? Likely, it wasn’t just the plot story; it was how it made you feel. That’s because emotions are the gateway to connection. Our brains aren’t designed to remember facts as much as they are designed to remember feelings. When a story triggers you an emotional response, it sticks with you.
This is where Plutchik’s emotional wheel enters the game and becomes a powerful storytelling tool. When writing or creating a story, it’s not enough to introduce characters and the setting. The real magic happens when you introduce emotion early on, an immediate action that makes the audience feel something strong enough to care about what is coming next.
Let's take as an example the classic opening scenes of films that master this emotional hook. In Up, we don’t just meet Carl and Ellie; we feel their love story unfold in our eyes in a few minutes. Joy, anticipation, heartbreak... all within a short time. That emotional connection anchors us to the entire film. Another example, “The Lion King”, where from its very first beat of "The Circle of Life," we feel awe and excitement, setting the stage for the the story ahead that we are about to see.
This is one of the reasons of why in branding and marketing, the best campaigns don’t just let you know about the product or service that companies are offering, they also evoke feelings. Nike doesn’t just sell shoes, it sells determination, victory, and grit. Apple doesn’t just make tech, it taps into your creativity, innovation, and empowerment. If a brand were a book, its first page needs to make the reader to feel something ..
The trick to craft a strong emotional hook is to tap into universal emotions, the ones we all recognise, no matter our background. Love, fear, excitement, nostalgia. Creating in these core feelings, the story immediately becomes more relatable and engaging.
Conflict and contrast – The colour clash of emotion
Emotion thrives in contrast. Without light, there’s no shadow; without despair, triumph means nothing. Stories that use opposing emotions feel richer, more layered, and more human.
Lets think of the emotional rollercoaster in your favourite story. It’s rarely a straight path from happiness to resolution. Instead, it dips, rises, and twists, just like real life (isn't it?). But why? Because as humans, we are complex, and our emotions are never one-dimensional nor simple and the best stories reflect that.
Think of the "love-hate" relationship as an example. It works because it alternates between trust and anger, attraction and frustration... it keeps us on edge, mirroring the unpredictability emotions in real life, constantly playing with opposites. We can also see this on the classic "hero’s journey" storytelling framework, where the main character experiences joy immediately but it is followed by devastation, where hope and fear are constantly in battle. The journey would feel flat if there weren’t emotional highs and lows.
Then, there’s the thrill of fear and excitement, why do people love horror films? Because "terror" is often mixed with "amazement." It’s why haunted houses are thrilling and why rollercoasters make us scream with delight. Stories that play with this emotional contrast (combining fear with awe, dread with curiosity) tap into something primal in us, something that is in our most profound nature.
This contrast also exists in branding and marketing. For example, think of Nike’s "Just Do It" slogan, It is not just about victory and wining, it plays with contrast of feelings; the fear of failure, the tension of pushing limits, and the eventual satisfaction of overcoming obstacles. This is what makes it powerful, what makes us feel something and at the end, connect with the brand.
The best storytellers orchestrate emotion, mixing moments of tension and relief, heartbreak and triumph, doubt and certainty, always creating contrast. This is what keeps us engaged, wanting to know more. about the story. When emotions clash, they create friction, friction creates movement, and movement is the core of what makes a story a good story.
Resolution – The emotional closure
The way a story ends dictates how we feel long after it’s over (and how we will remember it), so, a powerful resolution is abut how it resolves emotions.
I like to think that great endings feel earned, not forced, they satisfy, surprise, or linger. A brilliant resolution is not about "happily ever after", it is more about closure. Some of the most unforgettable endings aren’t necessarily happy, but they feel right, and this is because they complete the emotional journey the audience has been on.
Let’s think of "The Shawshank Redemption" as an example. The moment Andy stands in the rain, finally free, is cathartic because we have felt every ounce of his struggle, closing the plot resolution with an emotional closure. Or think about "Schindler’s List", its final moments leave us in solemn awe, a deep, aching reflection that lingers. Both stories endings work because they leave us feeling something powerful.
Now, brands and marketing campaigns use emotional resolution to leave lasting impressions, too. For example, Dove’s "Real Beauty" campaign. It challenge beauty standards and resolves it with empowerment. We also have one of my favourites marketing campaigns from all the time: Coca-Cola’s holiday ads, they are wrapping up with warmth, nostalgia, and connection, and that’s emotional storytelling at work.
A strong resolution solidifies the emotional impact of a story. It leaves an imprint, ensuring that the feelings it evoked don’t just fade once the final page is turned or the screen goes black. And that? That’s what makes a story truly unforgettable.
Conclusion
We are emotional beings, and good stories live and die by emotion. If your story doesn’t make people feel, probably they won’t remember it. So, start there. Play with contrast, let emotions collide, and craft endings that stick. Doesn’t matter if it’s a novel, a film, or a brand campaign, emotion is what makes things unforgettable.
And hey, just like a colour wheel, there are endless ways to mix it up. So go crazy and feel your way through it. Because the best stories are the ones that move us.
Resolution – The emotional closure
The way a story ends dictates how we feel long after it’s over (and how we will remember it), so, a powerful resolution is abut how it resolves emotions.
I like to think that great endings feel earned, not forced, they satisfy, surprise, or linger. A brilliant resolution is not about "happily ever after", it is more about closure. Some of the most unforgettable endings aren’t necessarily happy, but they feel right, and this is because they complete the emotional journey the audience has been on.
Let’s think of "The Shawshank Redemption" as an example. The moment Andy stands in the rain, finally free, is cathartic because we have felt every ounce of his struggle, closing the plot resolution with an emotional closure. Or think about "Schindler’s List", its final moments leave us in solemn awe, a deep, aching reflection that lingers. Both stories endings work because they leave us feeling something powerful.
Now, brands and marketing campaigns use emotional resolution to leave lasting impressions, too. For example, Dove’s "Real Beauty" campaign. It challenge beauty standards and resolves it with empowerment. We also have one of my favourites marketing campaigns from all the time: Coca-Cola’s holiday ads, they are wrapping up with warmth, nostalgia, and connection, and that’s emotional storytelling at work.
A strong resolution solidifies the emotional impact of a story. It leaves an imprint, ensuring that the feelings it evoked don’t just fade once the final page is turned or the screen goes black. And that? That’s what makes a story truly unforgettable.
Conclusion
We are emotional beings, and good stories live and die by emotion. If your story doesn’t make people feel, probably they won’t remember it. So, start there. Play with contrast, let emotions collide, and craft endings that stick. Doesn’t matter if it’s a novel, a film, or a brand campaign, emotion is what makes things unforgettable.
And hey, just like a colour wheel, there are endless ways to mix it up. So go crazy and feel your way through it. Because the best stories are the ones that move us.
Resolution – The emotional closure
The way a story ends dictates how we feel long after it’s over (and how we will remember it), so, a powerful resolution is abut how it resolves emotions.
I like to think that great endings feel earned, not forced, they satisfy, surprise, or linger. A brilliant resolution is not about "happily ever after", it is more about closure. Some of the most unforgettable endings aren’t necessarily happy, but they feel right, and this is because they complete the emotional journey the audience has been on.
Let’s think of "The Shawshank Redemption" as an example. The moment Andy stands in the rain, finally free, is cathartic because we have felt every ounce of his struggle, closing the plot resolution with an emotional closure. Or think about "Schindler’s List", its final moments leave us in solemn awe, a deep, aching reflection that lingers. Both stories endings work because they leave us feeling something powerful.
Now, brands and marketing campaigns use emotional resolution to leave lasting impressions, too. For example, Dove’s "Real Beauty" campaign. It challenge beauty standards and resolves it with empowerment. We also have one of my favourites marketing campaigns from all the time: Coca-Cola’s holiday ads, they are wrapping up with warmth, nostalgia, and connection, and that’s emotional storytelling at work.
A strong resolution solidifies the emotional impact of a story. It leaves an imprint, ensuring that the feelings it evoked don’t just fade once the final page is turned or the screen goes black. And that? That’s what makes a story truly unforgettable.
Conclusion
We are emotional beings, and good stories live and die by emotion. If your story doesn’t make people feel, probably they won’t remember it. So, start there. Play with contrast, let emotions collide, and craft endings that stick. Doesn’t matter if it’s a novel, a film, or a brand campaign, emotion is what makes things unforgettable.
And hey, just like a colour wheel, there are endless ways to mix it up. So go crazy and feel your way through it. Because the best stories are the ones that move us.
Resolution – The emotional closure
The way a story ends dictates how we feel long after it’s over (and how we will remember it), so, a powerful resolution is abut how it resolves emotions.
I like to think that great endings feel earned, not forced, they satisfy, surprise, or linger. A brilliant resolution is not about "happily ever after", it is more about closure. Some of the most unforgettable endings aren’t necessarily happy, but they feel right, and this is because they complete the emotional journey the audience has been on.
Let’s think of "The Shawshank Redemption" as an example. The moment Andy stands in the rain, finally free, is cathartic because we have felt every ounce of his struggle, closing the plot resolution with an emotional closure. Or think about "Schindler’s List", its final moments leave us in solemn awe, a deep, aching reflection that lingers. Both stories endings work because they leave us feeling something powerful.
Now, brands and marketing campaigns use emotional resolution to leave lasting impressions, too. For example, Dove’s "Real Beauty" campaign. It challenge beauty standards and resolves it with empowerment. We also have one of my favourites marketing campaigns from all the time: Coca-Cola’s holiday ads, they are wrapping up with warmth, nostalgia, and connection, and that’s emotional storytelling at work.
A strong resolution solidifies the emotional impact of a story. It leaves an imprint, ensuring that the feelings it evoked don’t just fade once the final page is turned or the screen goes black. And that? That’s what makes a story truly unforgettable.
Conclusion
We are emotional beings, and good stories live and die by emotion. If your story doesn’t make people feel, probably they won’t remember it. So, start there. Play with contrast, let emotions collide, and craft endings that stick. Doesn’t matter if it’s a novel, a film, or a brand campaign, emotion is what makes things unforgettable.
And hey, just like a colour wheel, there are endless ways to mix it up. So go crazy and feel your way through it. Because the best stories are the ones that move us.
Resolution – The emotional closure
The way a story ends dictates how we feel long after it’s over (and how we will remember it), so, a powerful resolution is abut how it resolves emotions.
I like to think that great endings feel earned, not forced, they satisfy, surprise, or linger. A brilliant resolution is not about "happily ever after", it is more about closure. Some of the most unforgettable endings aren’t necessarily happy, but they feel right, and this is because they complete the emotional journey the audience has been on.
Let’s think of "The Shawshank Redemption" as an example. The moment Andy stands in the rain, finally free, is cathartic because we have felt every ounce of his struggle, closing the plot resolution with an emotional closure. Or think about "Schindler’s List", its final moments leave us in solemn awe, a deep, aching reflection that lingers. Both stories endings work because they leave us feeling something powerful.
Now, brands and marketing campaigns use emotional resolution to leave lasting impressions, too. For example, Dove’s "Real Beauty" campaign. It challenge beauty standards and resolves it with empowerment. We also have one of my favourites marketing campaigns from all the time: Coca-Cola’s holiday ads, they are wrapping up with warmth, nostalgia, and connection, and that’s emotional storytelling at work.
A strong resolution solidifies the emotional impact of a story. It leaves an imprint, ensuring that the feelings it evoked don’t just fade once the final page is turned or the screen goes black. And that? That’s what makes a story truly unforgettable.
Conclusion
We are emotional beings, and good stories live and die by emotion. If your story doesn’t make people feel, probably they won’t remember it. So, start there. Play with contrast, let emotions collide, and craft endings that stick. Doesn’t matter if it’s a novel, a film, or a brand campaign, emotion is what makes things unforgettable.
And hey, just like a colour wheel, there are endless ways to mix it up. So go crazy and feel your way through it. Because the best stories are the ones that move us.
